Several UAE-based influencers have revealed that they are being inundated with offers from vaping and smoking companies to subtly feature such products in their social media content.
These companies often propose indirect methods of exposure — such as holding a vape in a video or including it casually in lifestyle posts — without any explicit mention or advertisement. However, the UAE Media Council has reiterated that such practices are strictly prohibited under the country’s federal media laws.
Advertising related to alcoholic beverages, prohibited narcotic substances, tobacco, or smoking — including vapes — is banned in all forms, whether the promotion is direct or indirect, overt or subtle.
In an exclusive response to Khaleej Times, the Council confirmed that even indirect appearances of vape products in influencer content are considered a clear violation of federal media regulations.
This prohibition extends to any secondary content, including resharing, reposting, or amplification through affiliated accounts that might reinforce the association between an influencer and a smoking-related product.
“These campaigns often use secondary accounts to build a promotional narrative, linking influencers to vape products without open advertising,” a spokesperson for the Council explained. “Such indirect promotion still constitutes advertising and is therefore not allowed.”
The Council cited provisions from the Cabinet Resolution concerning the Executive Regulation for the Federal Decree-Law Regulating the Media. It explicitly states: “Advertisements shall not include the promotion of alcoholic beverages, prohibited narcotic substances, tobacco, or smoking, whether directly or indirectly.”
The authority emphasized that all forms of vape-related advertising are prohibited, regardless of how subtly they are presented. Even implicit endorsements, product placements, or influencer collaborations that visually display smoking or vaping products violate national advertising standards.
“Advertising related to tobacco or smoking products, including vapes, is not permitted, regardless of whether the promotion is overt or subtle,” the Media Council told Khaleej Times.
In recent years, the Council has tightened controls over digital advertising, introducing a mandatory Advertiser Permit system for individuals and entities producing promotional content on social media. This system aims to ensure transparency, protect the public from misleading or harmful advertising, and uphold accountability across online platforms.
The Council’s position aligns with the UAE’s broader public health and safety initiatives, which discourage smoking and vaping, particularly among young audiences. Officials have warned that subtle endorsements through popular influencers can normalize vaping behavior, undermining efforts to reduce nicotine use.
As the Council continues to monitor influencer content, those found in breach of advertising laws may face penalties, including fines and suspension of advertising licenses.
Through these regulations, the UAE reaffirms its commitment to responsible media practices and the protection of public health from deceptive or harmful promotional tactics in the digital space.